International Journal of Sub-Saharan African Research (IJSSAR)

Background: The rapid expansion of sports betting advertising on social media platforms has intensified concerns about its influence on youth gambling behaviour in Nigeria. X (formerly Twitter) has become a major channel for betting promotions through sponsored posts, influencer endorsements, and real-time sports engagement. Despite increasing exposure, there is limited empirical evidence on how such advertising shapes gambling behaviour among youths in semi-urban communities like Sango Ota, Ogun State.
Objective: This study examined the influence of sports betting advertising on X on gambling behaviour among youths in Sango Ota, with particular attention to exposure frequency, advertisement types, perceived credibility, and socio-economic mediating factors. The study was anchored on the Theory of Planned Behaviour and Social Learning Theory.
Method: A descriptive survey research design was adopted. A total of 350 youths aged 18–35 years residing in Sango Ota were selected using purposive sampling. Data were collected using a structured questionnaire and analysed using descriptive statistics, including frequency counts and percentages, with results presented in tables. Results: Findings revealed a high level of exposure to sports betting advertisements on X, particularly through sponsored posts, influencer retweets, and advertisements displayed during live sports events. Bonus promotions, attractive odds, and celebrity endorsements were identified as the most engaging forms of advertising. The study further established that exposure significantly influenced youths’ gambling attitudes and practices, increasing interest and encouraging participation in sports betting. Although many respondents acknowledged exaggeration in promotional messages, the advertisements were still perceived as persuasive. Income level, peer influence, and personal interest in sports were found to mediate gambling behaviour.
Conclusion: The study concludes that sports betting advertising on X significantly shapes gambling behaviour among youths in Sango Ota. Repeated exposure, persuasive messaging, and social influence mechanisms contribute to the normalization and practice of sports betting among young people.
Unique Contribution: This study contributes to literature by providing empirical evidence on how social media-based gambling advertising interacts with socio-economic and peer dynamics to influence youth behaviour in a Nigerian semi-urban context.
Key Recommendation: There is a need for stricter regulation of online gambling advertisements, strengthened digital media literacy programmes for youths, and enforcement of responsible advertising standards to reduce potential gambling-related harms.